Rating: 
Summary: A New Consciousness
Review: Here's a book that offers a profound new vision of persons in mid-life and the years beyond, one that explore the complexity of the population they've labeled, "second-half customers". AGELESS MARKETING is a book that should be a text in every college business course as well as on the bookshelf of every person working in marketing and advertising in this country. It could enrich the curriculum of sociology and gerontology courses as well, as these authors have unique insights into how people think, feel and act at various stages of their later lives. There's a new consciousness, a new vision of a maturing consumer offered in AGELESS MARKETING.
Rating:
Summary: Ageless Marketing by David Wolfe
Review: There are a lot of people who know a lot of things about aging in America, and its impact on Marketing.
Mr. Wolfe knows a lot of those things too, but unlike almost every other book I've read in this "new customer majority" arena he actually connects all the dots.
After reading his book, I recognized the coming irrelevance of advertising as we knew it, and the dawn of a new time when everything you've learned previously in marketing, simply won't work.
It may be a cliche, but if you read only one book about the mature market make sure that it is this one.
Rating:
Summary: Wolfe's got it!
Review: What a revelation to finally find a book where the author has "got it!" For everyone in marketing this is a must-read. Wolfe lays out clearly why and how our old thinking about marketing must go--and be replaced by a new and "ageless" paradigm. In what Wolfe describes as the New Customer Majority, he goes on to explain how our old ways of looking at the coveted "under 40 crowd," must give way to a new holistic way of looking at customers. He shows how much of today's marketing is due to "generational perception gaps" created by those selling (young) and those buying (mature) that create disconnects among the buyers. The book can truly help young marketers learn how to sell to olders as much as it punctures the myths of the advertising and marketing youth movement in general. He also punctures the myths of these targeted demographics, the vaunted "18-34s" and "25-54s," etc., that so many of us in media and marketing are comfortable with. Just what exactly is an "18-49," for example? What do the two sides of this group share in common? In my house, it would be me and my daughter, both of whom share my American Express card! I can easily see what Wolfe is talking about and how he is on to something! Even if you aren't involved in advertising or television, this book truly puts it all on the table. It shows us how we have all been led down a primrose path to marketing oblivion and gives us ways to recover from our ubiquitous age-aholism.
Rating:
Summary: Wolfe's got it!
Review: What a revelation to finally find a book where the author has "got it!" For everyone in marketing this is a must-read. Wolfe lays out clearly why and how our old thinking about marketing must go--and be replaced by a new and "ageless" paradigm. In what Wolfe describes as the New Customer Majority, he goes on to explain how our old ways of looking at the coveted "under 40 crowd," must give way to a new holistic way of looking at customers. He shows how much of today's marketing is due to "generational perception gaps" created by those selling (young) and those buying (mature) that create disconnects among the buyers. The book can truly help young marketers learn how to sell to olders as much as it punctures the myths of the advertising and marketing youth movement in general. He also punctures the myths of these targeted demographics, the vaunted "18-34s" and "25-54s," etc., that so many of us in media and marketing are comfortable with. Just what exactly is an "18-49," for example? What do the two sides of this group share in common? In my house, it would be me and my daughter, both of whom share my American Express card! I can easily see what Wolfe is talking about and how he is on to something! Even if you aren't involved in advertising or television, this book truly puts it all on the table. It shows us how we have all been led down a primrose path to marketing oblivion and gives us ways to recover from our ubiquitous age-aholism.
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